Golden Drum - Publicis Drum Award

Hello

We are a large Slovenian financial institution

You can call us Future Bank

We want to sell a mortgage plan to young Slovenians

You know, credit for flats

Because it is a huge business opportunity for us

EU-27Slovenia

67,9%46%

Share of young adults aged 18 -34 living with their parents (%)

Source: Eurostat calculations based on EU-SILC database

Share of young adults aged 18-34 living with their parents – by gender (%)

74,8%

Source: Eurostat calculations based on EU-SILC database

EU-27 (men)

51,6%

Slovenia (men)

3 out of 4 men aged 18-34 in Slovenia live with their parents

Source: Eurostat calculations based on EU-SILC database

Leaving the parental nest, getting married and having children: there’s no hurry

Leave their parents house at the age of 29

First marriage at 31,2

Leave their parents house at the age of 31

First marriage at 34

So far so good

Except for one bothering detail

Why are they really prolonging their stay at their parent’s house?

We cannot blame everything on the crisis…

…the issue was present even before it started in 2009.

It’s a tangle of reasons related to education, upbringing, mindset, infrastructre and … even to their mothers

Mothers are not helping us…

AMERICAN MOTHER SLOVENIAN MOTHER

Enjoying her life, travelling, chatting with her friends…

Children invites her on dinner…

Admiring her independent children…

Playing with grandchildren when she wants…

Taking care of her son's family…

Babysitting her grandchildren…

Cooking everyday meals for the whole family…

Worrying how they will manage without her…

vs.

... and the big houses either

The highest % of residential houses in Europe.

of people live in house.

Generation cohabitation: well known trend in Slovenia, that all generations live together under the same roof.

69%

It sounds scary but they do not dream about moving out

Freedom?

No obligations

No responsibilities

Travelling, sports, drinking, fun…

VS

It`s their state of mind…

It`s their comfort zone

It is clear to Slovenian youth that they will never achieve the standard of their parents, so they go faithfully along the line of least resistance and do not set up as a independent people.

Am I going to live under the bridge, if mom does not have money to buy me a house?

(Žan, 29)

It’s their limited aspirations

Are Slovenian dreams really just “living together with my wife at her parent’s attic, earning together 2000€ per month, having trailer at Croatian island Krk and being drunk at skiing in the Dolomites?“ (from the movie Trip, by Nejc Gazvoda)

How can we change their attitude and motivate them to

move out* ?

* Thanks to our mortgage plan

A few insights starters …

What means staying with your parents at the age of

30?

It’s trading your freedom for comfort and safety

It’s thinking small and getting satisfied with average

It’s not being fully in charge and independent

It’s not realising your full potential

It’s not exploiting the most intensive and inspiring time

of your life

It’s not knowing what you are capable of

It’s the old people game - the fear of failure

Doing so means that you are already old at the age of 30

Now is the time to take the fate in your hands!

So, why spending the best time of your life with your

parents?

Lack of money is not the issue

Future Bank is proudly introducing its new mortgage plan for all young people willing to be in charge of their lifes.

We want to pick up your brains!

THE TASKAn idea presented in a written paragraph.Different executions in at least 3 channels.

Filled with energy, enthusiasm and creativity!

Living with parents is like safe sex. It’s alright. But those

who tried it without will tell you that it’s a whole lot different

experience.